“Win the Brand Relevance Battle and then Build Competitor Barriers.” California Management Review, Winter 2012, 1-15. (Ranked among the top five most frequently downloaded articles during the year covering 2012-2013).

“Find the shared interest: A route to community activation and brand building.” Journal of Brand Strategy, Summer 2013, pp. 134-145.

Brand Relevance: Making Competitors Irrelevant, Jersey Boss, 2011

Author of over 100 articles and 14 books, including Brand Portfolio Strategy (2004, The Free Press) and From Fargo to the World of Brands (2006, Iceni Books).

Spanning Silos. Harvard Business Press, 2008.

"Winning by Creating New Categories.” Wall Street Journal, The Journal Report, September 2007.